So often, sealing that lucrative business deal comes down to individual personalities, i.e. whether individuals get along or not. In an international setting, there’s a minefield of potential problems notwithstanding confusion that can occur between languages.
Improving a company’s cultural awareness can help people build international relationships and ensure that everyone is sensitive to cultural differences.
Source: https://www.entrepreneurshipsecret.com/doing-business-across-a-cultural-divide/